Argenx

Shining through CIDP

For people living with CIDP, getting a diagnosis often comes after years of misdirection, confusion, and isolation. By the time they reach an answer, they're not just seeking clinical information—they’re looking for connection, reassurance, and a sense of control over what comes next.

The challenge from a copy and content strategy perspective was how to meet people in that vulnerable moment with language and storytelling that didn’t patronize or overwhelm. Existing resources skewed either overly medical or overly inspirational, and we wanted to create something more honest, human, and genuinely helpful. Something that sounded like it was written by people who truly understood what it means to live with a rare disease.

I was on the team brought in at the very start of this campaign, brainstorming ways in and ways to connect. Pulling from Reddit threads and real CIDP patient testimonials, I worked closely with my design partner to concept aideas that eventually blended with other creative to become the final product of Shining through CIDP.

((Pardon the typos in the spec work, they were retyped, rather than copy/pasted from my copy doc.))